Chapter 15 - The Marketing Mix: Promotion Flashcards
Promotion
Marketing activities aimed to raise customer awareness of a product/brand, generating sales and creating brand loyalty
What promotion includes (2)
Advertisements - above line promotions through advertising media
Sales promotion - below line promotions (used to reinforce above line) eg. Coupons/product placements
Aims of promotion (6)
To create brand image
To increase sales
Improved company image
Compete with competitors products
Introduce new products into the market
Inform people about issues (used by the government)
Advertise
Paid for communication with potential customers about a product to encourage them to buy it
Can be informative or persuasive
Informative advertising
Where the emphasis of advertising/sales promotion is to give full information about a product
Persuasive advertising
Advertising/promotion which is trying to persuade the customer that they really need the product and should buy it.
Target audience
The people who are potentially buyers of a product/service
Advantage (3) and disadvantages (2) of television as an advertising media
-goes out to millions
-can reach a target audience by airing at certain times
-product can be shown in a favourable way
-expensive
-Young customers don’t watch TV anymore
Advantage (3) and disadvantages (4) of radio as an advertising media
-cheaper than television
-Large audience
-Uses a memorable song to be remembered
-no visual message
-expensive
-no hard copy
-smaller audience than television
Advantage (5) and disadvantages (2) of newspaper as an advertising media
-lots of information can be put in
-cost effective
-large number of people read national newspapers
-specific placement can target specific people
-ads are permanent and can be cut out and kept
-lack colour
-young people don’t read newspaper
Advantage (2) and disadvantages (2) of magazines as an advertising media
-effective way to reach target population through specialist magazines
-in colour
-only published once a month/week
-more expensive than newspapers
Advantage (3) and disadvantages (2) of billboards as an advertising media
-permanent
-relatively cheap
-seen by those who pass them
-may be missed by passersby
-no detailed information
Advantage (3) and disadvantages (1) of dvd as an advertising media
-Can give a positive, visual image
-Relatively low in cost
-effective to reach target audience
-only seen by those who buy the disk
Advantage (5) and disadvantages (2) of leaflets as an advertising media
-cheap
-wide range of people
-direct mail
-contain voucher to encourage reader to keep the advertisement
-permanent
-may not be read
-direct mail is annoying
Advantage (3) and disadvantages (3) of the internet as an advertising media
-large amount of info available anywhere in the world
-orders can be made instantly via the website
-cheap
-security issues discourage customers
-may get lost amongst competitors
-internet access is limited in some countries
